Flowerpower: ERDEM x HM

Normally I'm not into floral wear, although I cannot get enough of flowers in nature, in art and in print design. For some reason I just don't feel comfortable in florals myself. They end up stuck in the back of the closet, every time I try.

Now, I love it when great marketing design is so seductive and persuasive, that it makes me want something I don't usually wan't, so badly! I find this brain process fascinating. The thing is, of course, that you don't need to obey every impulse - you can actually just sit back and enjoy the ride.

The freshly launched web campaign for Erdem x HM is SO beautiful. I've idled an hour away in front of the screen, exploring every detail, and now I just want to swoon in a meadow full of spring flowers, dressed in Edwardian/Pre-Raphaelite/boho/country lady style and sport an androgynous haircut. And, believe me, that is a bit of a steep step for me, stylewise (I would really like the backpack from the men's collection though).

Get flowered yourself by the stunning web design (use your mouse scroll button to explore the site), or, at least see the crazily lavish Baz Luhrman film.

(all images are screenshots from www.hm.com and from the Baz Luhrman film)

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